Short answer
Think hard before paying. On 5 October 2026 the Commerce Commission took High Court action against two overseas-run ranking websites. It alleges they approached NZ businesses for paid, favourable rankings while presenting their reviews as independent. The court hasn’t decided the case. Genuine Google reviews and a complete Google Business Profile are free and Google’s own guidance backs them.
- A ranking that’s paid for, but presented as independent, may mislead customers under the Fair Trading Act.
- Warning signs: pay to rank, no published method, and businesses listed without being asked.
- Google says you can’t pay for a better local ranking. Reviews and a complete profile are free.
- Listed without your consent, or pushed to pay? You can report it to the Commerce Commission.
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What the Commerce Commission is alleging
On 5 October 2026 the Commerce Commission said it is taking court action to stop misleading paid online rankings. It has filed in the Auckland High Court against two ranking websites that publish lists such as “The 10 Best” in a category. The Commission says they operate from overseas, although they use NZ addresses.
The Commission alleges the sites approach NZ businesses for favourable rankings while presenting their reviews as independent, written by local “staff writers”. It says some businesses didn’t know they were listed, some details were wrong, and some “writers” were real people who didn’t know their names were used. The sites have said their reviews are honest and impartial.
These are allegations. The court hasn’t ruled on them.
| Item | What the release says |
|---|---|
| Date announced | 5 October 2026 |
| Court | Auckland High Court (statement of claim filed, injunction sought) |
| Law | Fair Trading Act sections 9, 11, 13(e) and 13(j) |
| Orders sought | Declarations of breach, an injunction, and help from major internet providers and the Domain Name Commission to block the sites in NZ |
| Earlier step | The Commission says it sent both sites a Stop Now letter earlier, and that the conduct continued. |
Source: Commerce Commission media release, 5 Oct 2026, read 21 Oct 2026. The allegations have not been proven in court.
How paid “best of” lists work
Not every list is a problem. Some publishers test products or visit businesses and publish their method. Others take advertising and say so clearly. The problem is a list that looks independent but where payment decides who appears, or who comes first, and readers aren’t told.
The pattern in the Commission’s release is a site that publishes “best of” rankings for a city or trade, then approaches the businesses for favourable rankings. In the Commission’s words, payment “shouldn’t be influencing who ranks highly without that being made clear”. It also worries businesses may feel pushed to pay because they think competitors already have.
How to spot a paid ranking
Warning signs
- They ask you to pay to be listed, to move up, or to keep your spot.
- There’s no published method for how businesses are chosen or ranked.
- Nowhere on the page says which businesses paid.
- You were listed without anyone contacting you, and some details are wrong.
- The review says the writer visited or spoke to your customers, and you’ve no record of it.
- The site claims to be local, but you can’t find a real NZ business behind it. A .co.nz address isn’t proof.
- The pitch leans on pressure: “your competitors have already upgraded”.
The Fair Trading Act, in plain words
The Fair Trading Act 1986 says no one in trade may mislead people. The Commission’s online reviews guidance says reviews must be genuine and must not mislead readers about the reviewer’s overall message. Its release adds that anyone publishing reviews or rankings should clearly disclose any relationship that could affect impartiality, including payment.
If you pay for a spot and then show “Rated one of the 10 best” on your own website, think about whether your customers could be misled too. This guide is general information, not legal advice.
| Section | In plain words |
|---|---|
| Section 9 | Don’t mislead or deceive anyone in trade, or act in a way likely to. |
| Section 11 | Don’t mislead the public about what a service is, its characteristics or what it’s suitable for. |
| Section 13(e) | Don’t falsely claim goods or services have sponsorship, approval, endorsement or benefits. |
| Section 13(j) | Don’t mislead people about where goods or services come from. |
Our plain-English summary of the Fair Trading Act 1986, as published on legislation.govt.nz, checked 21 Oct 2026.
What genuinely helps instead
Google says local results are based on relevance, distance and prominence, and its tips to improve your local ranking say you can’t request or pay for a better local ranking. The things that help are mostly free and in your hands.
Genuine Google reviews
Ask every customer, the same way, with your direct review link. Our guide to getting more Google reviews shows how, within Google’s rules.
A complete Google profile
The right main category, every service, accurate hours and real photos. See our guide to setting up a Google Business Profile.
Real local directories
Your trade or professional association, your local business association and your council’s business listings, where you know who runs them.
A clear website
Your services, the areas you cover and a way to get in touch, with the same name, phone and address as your Google profile.
What to do if you’re listed without consent or asked to pay
- If a ranking site contacts you
- 1
Don't pay on the spot
Take your time. Ask how businesses are chosen and ranked, and whether paid spots are labelled.
- 2
Keep a record
Screenshot the listing, the page address and any emails, invoices or messages.
- 3
Ask for corrections or removal
If you’re listed without consent, or the details are wrong, ask in writing for them to be fixed or taken down.
- 4
Report it
The Commission asks businesses approached by these sites to call 0800 943 600 or raise a concern online.
- 5
Already paid?
The Commission suggests talking to your bank or payment provider about your options.
Where Web Smart HQ fits
We don’t sell placements on lists, and we never buy, write or swap reviews, for us or for clients. Google Business Profile setup is included in both our website packages ($499 + GST and $899 + GST), so your profile and review link are ready from the start.
Approached by a ranking site and not sure what to make of it? Send it to us and we’re happy to take a look. See our Google Business Profile service or read our own Google reviews, word for word, on our reviews page.